Consumers’ Intention to Use Mobile Commerce and the Moderating Roles of Gender and Income

Abstract

Mobile commerce is increasingly becoming a key aspect of human activities with the advancement of mobile technology and services. This chapter examines key factors that influence m-commerce adoption and the moderating roles of gender and income. The conceptual framework is underpinned on an extended technology acceptance model. The data was collected using a questionnaire given to participants selected from Malaysia. The analysis was based on 260 valid responses. Findings reveal that five hypotheses developed for this chapter were supported for female participants, except perceived usefulness, and perceived ease of use was unsupported for male participants. Perceived usefulness and social influence were the most important factors for participants earning low and high income, respectively. Surprisingly, high-income earners indicated that cost is an important factor. The contributions to research and practice, including suggestions for future studies, are discussed.